2023 has confirmed to be a yr of transformative magnificence traits. It appears magnificence influencers are going for extra demure appears to be like, swapping standard black make-up merchandise for extra subdued brown hues. Manufacturers like Fenty, Glossier, and ILIA Magnificence have taken the highlight, catering to extra pure appears to be like which have captivated magnificence influencers and catapulted the recognition of those new magnificence traits.
All knowledge under compares Jan 2022 – Dec 2022 vs Jan 2023 – Dec 2023, in an effort to get a full year-over-year comparability.
6 Rising Magnificence Influencer Developments
Magnificence Influencer Development #1: Pores and skin tint basis
Light-weight and breathable whereas offering a extra pure look than generally seen with full-coverage foundations, pores and skin tint foundations have been one of many greatest magnificence traits all through 2023. A number of the most talked about merchandise come from Fenty’s Eaze Drop Blurring Pores and skin Tint, Glossier’s Perfecting Pores and skin Tint, and Ilia’s Tremendous Serum Pores and skin Tint.
Content material mentioning pores and skin tint basis throughout all platforms, evaluating 2023 vs 2022:
- +43% mentions
- +43% engagements
- +133% video views
“The Clear Magnificence Class as an entire is on the rise as shoppers search for their merchandise to do extra. In contrast to some conventional foundations — the place the principle draw is sweet protection — pores and skin tints permit shoppers to attain any look whereas additionally doing extra for his or her pores and skin. Sure, they supply good protection, however in addition they usually embody skincare advantages and excessive worth substances like SPF. Shoppers additionally love that pores and skin tints are versatile! Anybody can make the most of them of their routine, whether or not they’re a minimalist, or a maximalist, and so they work for people of all ages and pores and skin varieties.” — Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Magnificence Influencer Development #2: Hair oiling
Hair oiling is the farthest factor from a brand new magnificence follow, with the traditional Ayurvedic ritual having roots that date again to hundreds of years in the past. Nonetheless, it has not too long ago been trending throughout TikTok and the mainstream magnificence world due to magnificence influencers. The go-to manufacturers most talked about embody K18, Fable & Mane, Gisou, and Kerastase.
Content material mentioning hair oiling throughout all platforms, evaluating 2023 vs 2022:
- +26% mentions
- +197% engagements
- +160% video views
Magnificence Influencer Development #3: Brown mascara
Leaning into the “off-duty”, too-cool-to-care magnificence appears to be like which might be trending heading into the autumn season, brown mascara is a much less intense and extra informal various to black mascara that has been surging in reputation amongst magnificence influencers. Incessantly talked about manufacturers embody YSL, Too Faces, and Dior.
Content material mentioning brown mascara throughout all platforms, evaluating 2023 vs 2022:
- +278% mentions
- +362% engagements
- +420% video views
Magnificence Influencer Development #4: Hygiene purchasing hauls
Magnificence purchasing hauls have been a long-time standard content material pattern throughout social media. Lately, a brand new variation has emerged – hygiene purchasing hauls – the place magnificence influencers go purchasing for self care necessities like physique care merchandise, multivitamins, and female care merchandise. Goal is the most well-liked location alternative with Walmart and Sephora additionally displaying up a number of occasions in prime posts.
Content material mentioning hygiene purchasing throughout all platforms, evaluating 2023 vs 2022:
- +130% mentions
- +366% engagements
- +288% video views
Magnificence Influencer Development #5: Brown lip liner
Eye make-up isn’t the one space the place chocolate hues are trending, with brown lips turning into one of many greatest magnificence traits seen at New York Style Week. Brown lip liner particularly has seen a surge in magnificence influencer chatter throughout social not too long ago.
Content material mentioning brown lip liner throughout all platforms, evaluating 2023 vs 2022:
- +11% mentions
- +113% engagements
- +144% video views
Magnificence Influencer Development #6: Hailey Beiber and latte make-up
One of many greatest magnificence traits of 2023, the latte make-up craze took off after Hailey Beiber first talked about the pattern in July, posting a brief video on TikTok and a picture carousel put up on Instagram. As magnificence influencers hopped on the brand new magnificence pattern, social exercise peaked shortly thereafter, and expectedly started to slowly drop within the following months to average ranges. Nonetheless, in September there was a slight bump in exercise and social exercise has been secure since, indicating that maybe this pattern will stay for fairly a while.
Be taught extra concerning the magnificence influencer traits and techniques that we noticed being utilized by a number of the prime magnificence manufacturers and wonder influencers in our 2023 Magnificence State of Affect report.
